“Gastrovandalism” trend or destruction?

Abstract

The increasing use of social media applications, the disappearance of the middle class, and the increasing competition environment are all reasons why food and beverage businesses are looking for new ways to reach their target audiences. The aim of this study is to draw attention to some gastronomic presentations and con sumptions that are basically implemented with the aim of profit and to conduct a conceptualization study. In this context, the concept called “gastrovandalism” was put forward. In the study, the literature was first reviewed to investigate whether similar concepts exist. No similar concept was found in the literature review. Gastro vandalism is defined as “the violation of aesthetic values, universal rules of etiquette and basic principles of culinary art in food presentation and/or consumption for the sake of creating a shock effect” and is divided into dimensions and sub-dimensions. These dimensions are categorized as gastrovandalism in production (soft/hard), gastrovandalism in consumption (behavioral/social) and gastrovandalism in presentation (presentational). As a result of the study, context suggestions are presented for future research.